stride monthly review_jan 0117

1、Stride Monthly Reportfor JanuaryJan.17th , 2014Take- A- WaysKey LearningRecommendations More activities than last month, which is related to celebrities help driving interaction. Celebritys repost is definitely helpful, especially for theirrelated contents. Our total average interaction is increased

2、 due to the activity of new TVC and CNY. Real-time of “小彩旗” increased brand exposure, hot topicscould be widely spread through Weibo. Strides buzz volume became higher than EXTRA, ranks first. Using more exclusive contents in the future, would be good to related with celebrities. Continue to discove

3、r and develop interesting non- stoppable related topics. Keep monitoring on Weibo to catch opportunity to make more hot topics. Using more exclusive contents in the future, would be good to related with celebrities. May try to real-time on WeChat next time. Exclusive contents which attract fans like

4、 WeChat emotion and TVC premiere helped to drive Weibo fans to WeChat, and brought high interaction. We launched a literal message activity which weve nevertried, and had a good performance.Competitor ReviewPlatform Brand Totally released two posts. Start to use their new content format.Totally push

5、ed three posts.An exclusive activity page.UGC repostA Youku account.New packing promotion, Weibo released related topic tagged with #Dare to#.Released a variety of angles of topics.None posts this month. Official page of talk show “一说成名”. Combined with hotspot. Performance OverviewWeibo* Red: Decrea

6、seGreen: IncreaseNovDecJanNovDecJanNovDecJan116Total Tweets627,385Fans182,571Interaction4%13%17%5%7%0.3%5%36%208%NovDecJanNovDecJanNovDecJan1,57329,552,882Impression41.55%Active Rate8%26%164%53%52%48%31%13%40%Interaction Per TweetDemographicsVisitors年龄新访客老访客18岁以下100%80%84%83%82%18-24岁25-29岁30-34岁35-

7、39岁40-49岁50-59岁60岁以上74%72%83%Female39%60%80%60%40%Male 61%18%17%16%40%20%17%26%28%20%0%JunJulAugSepOctNovDceJan0%10%20%30%WeChatUnknown,10%NovDecJan14,500FansMale31%7%30%132%13Total Tweets NovDecJan400%69%19%117,613InteractionNovDecJan155%468%571%Female59% Wei activity platforms activity this month

8、recruited almost 50,000 fans, this may influence our active rate. Regular celebrities related posts has been decreased this month, and our activities are mainly hold in WeChat , these maybe the reason of impressions decreasing. All the data updated till the end of Jan. KPI PerformanceWeChat FansJan.

9、58%Achieving rate14,500PerformanceWeibo Interaction per tweetPerformanceJan.1,573Performance2014 Q1 KPI1,573724Performance2014 Q1 KPI14,50025,000Competitors Performance Overview All the data updated till the end of Jan.Competitor BrandFansInteractionTotal TweetInteraction Per TweetW511,7052,41019127

10、DM32,6884782239EXTRA36,0821,4532266MENTOS138,0163,70817221STRIDE627,385141,9861161,225Weibo Top Content- Jan* Sorted by total interaction.Top FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeNew TVCCNYCNYNew TVCCNYPostRepost50,79515,1922,6312,6722,351Reply22,9331,4459577551,060Total Interaction73,72816,6373,

11、5883,3273,411Weibo Content Angle Category- Jan* Sorted by average interaction.CategoryNew TVCCNYCelebrityHot spotUGCRegularPostTotal Released1291422874Average Interaction6,9992,885908186178148Weibo Content Angle Category- Dec* Sorted by average interaction.CategoryTVC footageCelebrityHot SpotUGCRegu

12、larPostTotal Released2103854Average Interaction1,7941,326462260255Weibo Buzz Volume450,000400,464NovDecJan400,000350,000300,000242,256229,072250,000200,000138,432128,544150,000113,712113,523128,544107,120100,00065,92032,31228,016 18,12850,00024,00024,720-STRIDEEXTRADMMENTOSW5Top Buzz Angle CNY activ

13、ity forHCYS 微信表情. Spring festival gala of “小彩旗” UGC creating. Combined with teleplay actor “张益达” Green Arrow Products Mayday TVC MENTOS chemical reaction with Cola and beer.-WeChat Top Content- Jan Sorted by total interaction. Official WeChat totally published 13 posts in Jan.Top FiveTop 1Top 2Top 3

14、Top 4Top 5Topic ThemeNew TVC premiereCNY activityCNY activityNew TVC warm-upNew TVC followedPostPage views15,8414,0372,8242,6782,587Share1,1578071211042WeChat Angle Content- JanTopicThemeNew TVCCNY activityInteractive activityPostPage views33,86512,09048,275*文字互动活动，数据为活动期间互动数Share1,3861,182-WeChat A

15、ngle Content- Dec* Sorted by average interaction.Topic ThemeMerry Christmas!New TVC featureActivityPostAverage page views771655610Share30125DM Weibo Content- Jan DM Official WeChat totally pushed 2 posts in Jan. Top1-2s Weibo all forward & replied by negative comments Sorted by total interaction.Top

16、ic ThemeMovie ticket code exchanging announcementSpring Festival Gala real-time (no relevant to brand)Post绿箭新年“给你好看”，电影票兑票权限升级啦！在各类绿箭促销活动中获得时光网电影票兑换码且还未使用的各位亲们注意啦， 即日起您手上的电影票兑换码可以兑换所有2D电影，截止到2014年2月28日，快去看喜欢的电影吧！绿箭祝您2014新年快乐！Repost133127Reply110109DM WeChat Content- Jan* DM Official WeChat totally p

17、ushed 3 posts in Jan.Topic ThemeMovie ticket code exchanging announcementWeChat emotion (jpg.)Spring Festival Gala cartoon (no relevant to brand)Post绿箭新年“给你好看”， 电影票兑票权限升级啦！ 在各类绿箭促销活动中获 得时光网电影票兑换码且 还未使用的各位亲们注意 啦，即日起您手上的电影 票兑换码可以兑换所有2D 电影，截止到2014年2月28 日，快去看喜欢的电影吧！ 绿箭祝您2014新年快乐！不得不说，冯导今晚成功让春晚和全国观众交了个朋友

18、。也告诉我们一件事：交朋友不用大道理，而是在生活里，说一句亲近对方心里的话。冯氏幽默，走心了！DM Weibo Content Angle Category- Nov* DM official Weibo totally released 4 posts, and no WeChat in Nov.* Sorted by total interaction.Topic ThemeUGC of make a friendWhat can you do with 3 Yuan?Hot spot: Dad, where are we going?PostRepost12701Reply10320DM

19、 Weibo Content Angle Category- Dec* Sorted by total interaction.Topic ThemeMovie promotionJoint campaign with 万宁中国on WeiboUGCOffline campaign promotionWeChat campaign promotionPostRepost2001111071136Reply589889782DM WeChat Content- Dec* DM Official WeChat totally released 3 posts in Dec.Topic ThemeO

20、ffline promotion- buy products& get movie ticketsOffline promotion- buy products in FamilyMart & get movie tickets or gym experience freeOffline promotion- buy products in all days& get movie tickets or gym experience freePostDM Douban- June Content: Douban brand station exclusive activity page Peri

21、od: June- Sep 2012 Mechanism: Scan stations photos albums includes白领一起2、2游记、2毕业同学录, and recommend your favorite one to your broadcast page, fans also couldupload their own photos.DM Weibo Tab Page- Jul2013 DM launched a new TVC, band May Day appeared in this TVC and told a story of making friends th

22、rough fresh breathes.Weibo tab page launched, aimed at white collar, students whom love travelling.白领一起2 同伙又同乐：share photos to win albums2毕同学录 最2才收录：share photos to win concert tickets同行要有趣 尽在2游记：share travelogue to win Ctrip travel cardWeChat and in-store campaign combined:Send products invoice to

23、win concert ticketsWeibo collection/zTYFXP8EXTRA Weibo Top Content- Jan Sorted by total interaction. Top1-4s Weibo all forward & replied by negative commentsTop FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeUGC repostActivity winner announcementUGC repostInteraction with CrestRepost food KOLPost

24、Repost11110511111416Reply929381362EXTRA Weibo Angle Category- Jan* Sorted by average interaction.CategoryUGCActivityRepostHotspotPostRepost46105462Reply4493132EXTRA Weibo Angle Category- Dec* Sorted by average interaction.CategoryVoting activityRepost food cartoonNew packing promotionPostRepost15220

25、11Reply9683EXTRA Weibo Angle Category- Nov* Sorted by average interaction.CategoryUGCWeibo KOL cooperationCelebrities theme posterVotingTVC footagePostRepost3,1162,2162,1252,1052,072Reply1,3511,1391,1061,0411,324W5 Weibo Top Content- Jan Top1-5s Weibo all forward & replied by negative comments . Sor

26、ted by total interaction.Top FiveTop 1Top 2Top 3Top 4Top 5Topic ThemeNew packing promotionUGC repostNew packing promotionUGC repostNew packing promotionPostRepost124108109115109Reply111111999094W5 Weibo Angle Category- Jan* Sorted by average interaction.CategoryNew packingUGCHot spotPostRepost78470R

27、eply61581W5 Weibo Angle Category- Dec* Sorted by average interaction.CategoryRepostNew packingUGCHot spotPostRepost1241281059Reply12473466W5 Weibo Angle Category- Nov* Sorted by average interaction.CategoryUGCQuizNewsFunPostRepost5534Reply8797W5 Weibo Movie Promotion/3163817591/zu8lOg

28、4U32013 W5 cooperate with Iron Man, theres brand placement in the film teaser, and also had Weibo promotion which focus on offline campaignOnline cooperation:Promote teaser online campaign, incentive is 1,000 movie ticketsPhoto with Iron Man (mart& cinema)Viral video about Iron Man really appeared in cinema/zj1yfTKMENTOS Weibo Top Content- JanTop FiveTop 1Top 2Top